Media brands launch beauty lines

Into The Gloss, a website covering people’s favorite skincare and makeup products, disrupted the beauty industry when it expanded into products in 2010 with the launch of Glossier. Since then, the cult favorite company has surpassed $100 million in revenue. Numerous Millennial-skewing publishers are now following this approach by launching their own beauty brands.


Last March, lifestyle website POPSUGAR launched the aptly named BEAUTY by POPSUGAR brand online and in more than 250 Ulta Beauty Stores, bringing its beauty expertise to consumers in a new way. The line, which includes face scrub, eye shadow, highlighter, and more, all of which are under $42, is inspired by its readers. The creation reflects the brand’s growing efforts to engage readers in new ways through products and experiences. For instance, last fall POPSUGAR launched a clothing collection at Kohl’s and last spring it launched POPSUGAR Play/Ground, a ticketed festival featuring live performances, wellness classes, panels, and shopping.


This summer, Clique Brands—which owns numerous media brands, including Who What Wear, College Fashionista, and Obsessee—is launching a skincare line that will be sold in 1,500 stores and on a dedicated e-commerce site. To create the line, Clique used data from readers across its publications, as well as sourced from its social media channels, including its private Facebook group The Beauty Line. Through this research, Clique was able to determine consumer preferences, identify gaps in the beauty market, and test products. Following the launch of the skincare line, Clique Brands plans to release a full-color cosmetics range in 2020.


Swedish media company Nyheter24-Gruppen, which owns eight websites, including lifestyle brand Modette, has also entered the beauty business with the launch of Urban Gloss. The collection consists of six products, including face cleanser, night cream, and lip balm, all of which are inspired by Glossier, according to Nyheter24-Gruppen’s CEO Daniel Weilar. The company sought to expand into this category in order to generate another source of revenue and it has a network of beauty influencers who helped promote the line. This move follows a growing number of publishers entering into the product space, even outside of the beauty realm.

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